| 摘要: | 近年來, 連鎖茶飲店在臺灣非常盛行。 本研究以嘉義地區大苑子連鎖茶飲專賣店的消費者為樣本對象, 回收有效問卷335份, 回收率為95.7%, 並以敘述性統計分析, 獨立樣本 t 檢定, 單因子變異數分析及迴歸分析等方法探討大苑子的品牌形象, 服務品質, 顧客滿意度與顧客忠誠度的關係。 根據資料分析結果, 本研究獲致以下結論: 1. 大苑子品牌形象受到購買頻率、 職業、 年齡及月花費影響而有所差異。 2. 大苑子服務品質受到購買頻率影響而有所差異。 3. 大苑子顧客滿意度受到購買頻率、 年齡及月花費影響而有所差異。 4. 大苑子顧客忠誠度受到性別、 購買頻率、職業、 教育程度、 月收入、 年齡及月花費等影響而有顯著差異。 5. 品牌形象對於顧客滿意度有正向的影響關係。 6. 服務品質對於顧客滿意度有正向的影響關係。 7. 顧客滿意度對於顧客忠誠度有正向的影響關係。 最後, 根據上述的研究結論, 本文提出具體建議, 以作為業者及未來研究者之參考。
In recent years, the chain of tea shops is very popular in Taiwan. This study tries to realize the relationships among brand image, service quality, customer satisfaction and customer loyalty, with an example of Da Yung’s Tea Chain Stores in Chiayi area. The study investigated beverage consumers of Da Yung’s Tea Chain Stores in Chiayi area and collected 335 effective questionnaires. The effective rate was 95.7%. The data was analyzed by different statistical analysis, such as descriptive analysis, the t-test, one- way ANOVA and regression analysis. The conclusions are as following. 1. Brand image by the impact of frequency of purchase, occupation, age and monthly spend, and there are differences. 2. Service quality by the impact of frequency of purchase, and there are differences. 3. Customer satisfaction by the impact of frequency of purchase, age and monthly spend, and there are differences. 4. Customer loyalty by the impact of gender, frequency of purchase, occupation, education, monthly income, age and monthly spend, and there are differences. 5. Brand image is positively related to customer satisfaction. 6. Service quality is positively related to customer satisfaction. 7. Customer satisfaction is positively related to customer loyalty. Finally, the author provided specific recommen-dations as a reference for tea operators and future researchers according to the conclusions of the study. |
